Packaging matters.
Just ask Tropicana. Their repackaging attempt in 2009 was an epic failure
- costing them $33 million before they returned to the old package design. The problem?
Consumers couldn't recognize their favorite brand and thought they were
looking at a generic product.
And all the products in the line looked the same, so
a red grapefruit juice lover like me thought they were sold out when I surveyed
the shelf.
The fact that Tide has maintained their traditional
colors is a plus in terms of shelf recognition.
What they did do was go from a traditional plastic
container to a "wine box" format.
Hmmm.
The new box is more environmentally friendly as it is
1. easier to ship and takes up less space in trucks, and, 2. uses 60% less
plastic. Of course the internet had a
field day with it - you can check some of the comments in the article. (Donaghey, 2018)
Presumably the rationale - other than packaging and
shipping cost savings - is that Millennials, given their avowed preference for
environmentally friendly products, will now embrace Tide, despite the fact that
it is a premium priced product.
There may also be a side game. The introduction of Tide Pods actually
reduced sales of detergent because most people were using too much when they
measured themselves. So I can't help but
wonder if this isn't a way to get consumers to start using more detergent
again.
So what do you think? Will Millennials be impressed by the new
packaging? Will they pay a premium price
for detergent again? And use more? Will the new packaging be just as dangerous
for children as the pods? What about
you? Will you buy Tide? Have you paid more for a product that aligns
with your values? Which ones and why?
Donaghey, R. (2018, November 12) Oh Good, Tide's New Packaging Looks Exactly
Like Boxed Wine. vice.com. Retrieved November
20, 2018, from
7 comments:
I do think Millennials will be impressed with the new packaging, especially because of the increased sustainability of the new product. It is also easier to use and more interactive than just poring detergent into a measuring cup, therefore its efficiency will also be popular among Millennials. I do believe that people will be willing to spend more money on Tide because as people are growing increasingly aware of how much waste they produce, they will feel more inclined to splurge on a product that supports their values. It is just as easy to press a button as it is to put a tide pod in your mouth so I think that Tide could benefit from adding a safety feature to their new detergent dispenser to protect small children from being able to reach it. I use tide pods because of its convenience; not having a washing machine in my apartment, I do not want to have to lug a whole box of detergent with me to the laundromat. Products/companies such as Dove and Everlane are ones that I support and would spend extra money on because they support causes that I feel are important today such as female body image and sustainability.
I think this could work with some Millennials, but not be a huge hit. It's a bit like buying in bulk, it's most likely better for your wallet and you reduce waste, yet few Millennials think to buy in bulk. I think Millennials are too cost sensitive when it comes to things like detergent and other cleaning supplies, so I don't think paying a premium price for Tide will be very lucrative. Depending on how the nozzle works on the new packaging, I think this could be either more dangerous or the same. I think the new packaging will be look like fun to play with and could end up being very messy. I will most likely not buy Tide, I have not before and this packaging is not very appealing since I have to go to a laundry mat and prefer to only bring a pod as it's easier to carry with me. I think it's important to think about that a lot of Millennials are in school right now and don't have easy access to laundry machines. Usually if I pay more for a product it's because they support a good cause that I like to support as well.
Packaging without a doubt influences a consumer’s decision making. A change of the packaging especially in color would have a negative impact on the sales of the product. Millennials are a driving for sustainability and a research conducted by Nielson studies shows that 73% of millennials are actually willing to pay more for sustainable goods. This means that millennials would buy more of the tide product which has been packed in an environmentally friendly box even if it costs more.
The new packaging is also not as dangerous as the pods. The pods in the eyes of children looked like something edible but the new packing eliminates the pods and instead a measuring cup is used which is better as compared to the pods.
Personally, I would go for the new packaging, I care about sustainable products and I have actually paid more in some products just to get something that is valuable, I would, therefore, go for the new packaging.
Yue Feng
Personally, I think Millennials will be impressed by Tide’s new packaging. I doubt that they are willing to spend more on using Tide’s, since Tide’s is just a normal brand for detergent. It’s interesting when Tide’s pods first came out. It was easy to use. However, it was also easy to stick on the clothes. The product itself is meant to be more convenient for consumers to use, but it look too similar to beverages for children. It will get children’s attention. What if they mistakenly drink it? I couldn't let myself continuing think of it. I purchased Tide’s Pods when it first came out, but I wouldn’t choose to buy this new packaging. It doesn’t attract me. It doesn't contain any new technology. I bought The Laundress for hand wash usage. Because I prefer to sent my clothes to dry cleaner, I only wash my underwear at home. The Laundress smells good. It also divides each detergent in very specific aspect.
This may be a tricky one. I completely agree that millennials (myself included) are very environmentally conscious, and when a company decides to be eco-friendlier it draws attention to their brand in a positive way. However, when Tide came out with the pods, doing laundry became exponentially easier because I did not have to carry my large detergent container (in addition to my laundry bag). Granted I live in Manhattan and do not have a washer and dryer in my unit or building, so I have to lug my things to the nearest laundry mat, which is already an inconvenience. Regardless of my eco-conscious views, I would not change to the new boxed Tide, just because it would be more to carry for me. If I were to live in a home that had laundry in unit I would of course buy the new boxed Tide.
Regarding safety precautions with the new design, I do not think it should be a concern for parents with children. I do not know why or who started the horrible eating tide pods trend but wonder if that was a short-lived thing and now people are more conscientious of this behavior. I usually always use Tide, and especially when I go to the Laundry Mat for a drop off service I always pay extra for that soap. I think it has to do with how I grew up, my mother always did laundry with Tide so therefore I got use to the scent of my clothes and its comforting now. I grew up trusting the brand because my mother used it, therefor it must be good...right?
I pay more for my cleaning supplies and soaps for being environmentally friendly like Mrs. Meyers or the Honest company. And also at Trader Joes I always get the brown paper bags for my shopping bags.
-Emily Long
I think packaging is very important. Sometimes you preference on a product dependent on how it packaged. I Think Millennials will be impressed by the new package due to the it's an environmentally friendly product, but more importantly the new design packaging. They will pay more and use more for the premium price for the detergent. Because personally as a millennial, I like good packaging stuff, I will tend to choose the one with better packaging even if the price is a little bit of higher. I don't think it's a problem for children. I will buy Tide, not only because of the appearance of the packaging but also it's a good product. I paid more on a iPhone when they first manufactured the gold one. The product itself has no difference with black and white one, but the appearance really attract me. so packaging and appearance is significant.
I am a Tide user. The new environmentally friendly package of Tide is cool, but I don’t think it will attract more Millennials. It is good that Tides keeps its “Tide Orange”. Tide created the Tide Orange color and owned the copyright of the color. The Tide orange is the best brand logo and most recognized trademark of Tide. However, the new package has a weakness. The new package of Tide is creative, but it is not as convenient as the old package or the Tide Pods. It is a package for households which own a washing machine but not a package for people who live in apartments without a washing machine. Although 85% of American households own washing machine, there are still many people have to take their clothes and detergent to laundry to wash the clothes. The new package of Tide is not very portable, and it is very heavy. People who need to go to laundry to wash their clothes would choose the Tide Pods instead of the new package. In fact, there are many Millennials are living in the urban apartments without washing machine. Those Millennials will not choose the new package.
Links:
https://www.prnewswire.com/news-releases/us-census-bureau-daily-feature-for-october-26-washing-machines-300343533.html
https://www.usatoday.com/story/money/personalfinance/real-estate/2018/05/18/millennials-spend-large-percentage-income-rent/609061002/
Guo Yu
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